Let’s Get Optimized! Local SEO: The Easiest Customers to Get and Why You Could Be Missing Out (Part 10)


The previous installment of the series covered how to use content marketing to get more customers to your product pages. This installment covers why Google Business profiles are crucial for ranking in local SEO and how to claim your Google Business profile.  

Local vs. National SEO: What’s the Difference?

National search results feature topics or products that are not tied to a specific location. For example, if someone searches for “best SUVs” or “how to crochet,” Google will display relevant results on a national or global scale. The user’s location does not influence national search results and is typically more competitive, as they target a larger audience. 

In contrast, local search results are tailored to geographic locations. These results are intended to provide information about businesses, services, or events in their immediate vicinity. Ranking locally is easier than ranking nationally because it is less competitive.  

Businesses with a physical location that are not investing in local SEO are missing out on customers who are easier to reach. Local businesses that are optimized for local SEO can expect to get 40% of their organic traffic from local search results.  

How Google Business Profiles Help Your Local SEO

Having a Google Business profile is important for multiple reasons:

  1. It is a local search ranking factor. That is, Google’s local search algorithm takes the presence of a Google Business profile into account when ranking businesses in search results.  
  2. It increases your online visibility. Instead of just appearing in Google Search, you will also appear in Google Maps.  
  3. Accurate and up-to-date information about your business, such as your phone number, address, and website, will help customers find and contact your business more easily.  
  4. Customers can leave reviews, and this increases the trustworthiness of your business. 

Only set up a Google Business profile for geographic locations where you retain physical premises. 

How to Set Up Your Google Business Account

You can follow Google’s Guide to setting up your Google Business profile.  

In your Google Business profile, make sure to include accurate and up-to-date information about your business, like your physical address, website, phone number, relevant photos, and social profiles. 

Some Other Considerations for Ranking Locally

Include your address and phone number in the footer of your website. This is another signal to Google’s local search algorithm that your website should rank in local search results.  

Include local-specific language on pages, where it is relevant. For example, on course pages you might include job outlook information for the state in which you reside.  

Participate in local events, sponsor local charities, or collaborate on content with other businesses to increase your online visibility and improve your local search rankings. 


Now, you should have an overview of what local SEO is, why Google Business profiles are crucial for ranking in local SEO, and how to claim your Google Business profile. The next installment will cover how to make your brand stand out to Google.  

If you have questions in the meantime, please reach out by contacting your Account Manager.